Pengelolaan Brand Image di perusahaan berbasis Islam: Studi kasus tentang pembentukan citra CV Rabbani Asysa Jalan Citarum No.20 A Bandung

Fathonah, Arofah Dzulhijjah (2018) Pengelolaan Brand Image di perusahaan berbasis Islam: Studi kasus tentang pembentukan citra CV Rabbani Asysa Jalan Citarum No.20 A Bandung. Diploma thesis, UIN Sunan Gunung Djati.

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Abstract

INDONESIA: Brand Image atau (citra merek) merupakan pemikiran, pandangan atau kesan orang-orang terhadap suatu merek tertentu yang menjadi ciri khas. Maraknya wanita berkerudung ditengah masyarakat kita saat ini dijadikan beberapa pihak untuk meraih keuntungan, dengan banyak berdirinya toko-toko dalam membuat busana muslim yang terus berinovasi mengikuti perkembangan zaman. Salah satunya adalah rabbani. Citra merek CV Rabbani Asysa dikenal oleh masyarakat luas. Sebagai merek busana muslim modern di Indonesia. Hal ini dikarenakan CV Rabbani Asysa telah berdiri sejak lama dan selalu menciptakan produk-produk berkualitas yang disesuaikan dengan perkembangan zaman dan keinginan serta kebutuhan masyarakat. Tujuan penelitian ini untuk mengetahui langkah-langkah yang terjadi dalam pelaksanaan program kerja yang dipakai CV Rabbani Asysa dan gambaran praktis mengenai penerapan kegiatan program kerja pengelolaan citra merek di perusahaan berbasis Islam CV Rabbani Asysa. Dalam memahami dan menyelesaikan permasalahan seorang praktisi humas harus memiliki tahap-tahap dalam melakukan kegiatannya. Menurut Cutlip dan Center terdapat empat tahapan yang disebut “Konsep Four Step Public Relations” yaitu, Pencarian data, Perencanaan, Pelaksanaan (aksi dan komunikasi) dan evaluasi. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif, dengan menggunakan pendekatan kualitatif dan menerapkan paradigma konstruktivisme. Kemudian teknik pengumpulan data, observasi, wawancara mendalam. Penelitian ini dilakukan melalui langkah-langkah pemilihan informan, menentukan sumber data, serta mengolah dan menganalisis data. Hasil penelitian ini menunjukan bahwa bentuk pengelolaan citra merek di perusahaan berbasis Islam CV.rabbani Asysa menunjukan dalam langkah-langkah melaksanakan program kerjanya dibuat dengan sebaik mungkin sesuai dengan konsep yang dipakai ditambah dengan strategi awal dalam program kerjanya yang berpedoman pada hadis dari Rasulallah dan disampaikan oleh Ibnu Majjah yaitu : “Sebarkanlah Salam, Berilah Makan dan Jadilah Kalian Bersaudara Sebagaimana Allah Perintahkan”. ENGLISH: Brand Image is the thoughts, views or impressions of people to a particular brand that became the characteristics or benchmarks of a company. Hooded women who are very prevalent in our society today are made by several parties to gain profit, with many shops in making Muslim clothing that continue to innovate in keeping with the times. One of them is Rabbani. Rabbani brand image is known by the public. As a modern Muslim fashion brand in Indonesia. Rabbani Muslim fashion stores are spread domestically and abroad. This is because Rabbani is a trendsetter Muslim fashion that stood for a long time and always create quality products tailored to the times and desires and needs of society. The purpose of this study is to determine the steps that occur in the implementation of work programs used Rabbani and practical description of the implementation of the work program management work brand image in Islamic companies based CV Rabbani Asysa. A public relations practitioner must have stages in carrying out his activities in understanding and solving problems. According to Cutlip and the Center there are four stages called the "Four Step Public Relations Concept", such as data search, planning, implementation (action and communication) and evaluation. The method used in this research is descriptive analysis using qualitative approach and this applies paradigm constructivism. Then data collection techniques, passive participatory observation, in-depth interviews. This research is conducted through the steps of selecting informants, determining data sources, as well as processing and data analyzing. The results of this study indicate that the form of brand image management in the Islamic-based company CV. Rabbani Asysa shows that in the steps of implementing the work program it is made as well as possible in accordance with the concept used coupled with the initial strategy in the work program that is based on the hadith from Rasulallah S.A.W and delivered by Ibn Majjah, namely: "Spread the Greetings, Give Me a Meal and Be Your Brothers as God Commands".

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Brand Image; Rabbani
Subjects: General Management > Plant Management
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: arofah dzulhijjah fathonah
Date Deposited: 27 Mar 2019 01:07
Last Modified: 27 Mar 2019 01:07
URI: http://digilib.uinsgd.ac.id/id/eprint/19537

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